The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
2020 saw several disruptions in the worldwide advertising industry due to the novel coronavirus outbreak. The US alone was projected to incur an estimated $26 billion revenue loss as the pandemic looms over different industries and economies around the globe.
Several pre-pandemic advertising practices needed to be re-evaluated to fit the current industry landscape better. In 2021, many witnessed the shifts in trends and strategies that competitors have adopted, including a digital-first approach to advertising.
Because of lockdown mandates and physical distancing protocols, consumers resorted to the virtual realm to engage and communicate with brands and acquire the goods or services they need. This caused the global active internet users to soar to 4.66 billion – nearing 60% of the world’s total population.
Subsequently, there was an increase in social media users, making the platform a go-to place for consumers to interact with brands, organizations, influencers, and other online users. In addition, as people continue to change their preferences and look for more convenient means of conducting activities, mobile device usage also experienced significant growth amid the global health crisis. Many use their mobile phones for various purposes – from social media to e-commerce, online transactions, media streaming, and more.
Given these statistics, it only makes sense that industry players invest in new advertising tactics and amplify digital efforts. It is also imperative for marketers to spread their audience reach through different channels and platforms modern consumers utilize.
A few examples of the emerging advertising trends 2021 brought are the removal of Cookies, the usage of artificial intelligence (AI)-powered Programmatic Advertising, Connected TV video advertisements, and advertising in e-commerce, social media, and mobile platforms.
Advertising trends amid the COVID-19 pandemic will likely continue being adopted even if the global health crisis is already over. To gain a detailed insight on the previously mentioned advertising tactics, see this infographic that discusses Digital Marketing Philippines’ mid-year report on the digital advertising trends of 2021.